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Theo Coetzee and Majesto Beefmasters: A Record Cow and a Fertility-First Herd

Mixing grain, a feedlot and a Beefmaster stud on about 4,700 hectares, a North West farmer built his herd on fertility records.

Who is Theo Coetzee?

Theo Coetzee runs Majesto Beefmasters on Rhenosterfontein, a mixed farm of roughly 4,700 hectares between Koster and Ventersdorp in North West province. The operation combines dryland grain, the Mushlendow feedlot and a Beefmaster stud. A Farmer's Weekly profile describes the formula.

Grain provides about 60% of farm income and cattle about 40%, excluding the feedlot, and crop residues feed the cattle through winter.

Building the Majesto stud

Coetzee started farming at Rhenosterfontein in 1997 with a commercial cattle herd. In 2014 he joined the Beefmaster Cattle Breeders' Society of South Africa, registered with SA Stud Book, and built the stud out of his commercial herd. The Majesto herd numbers about 1,100 cows and 800 heifers at various stages.

He chose Beefmasters for fertility, maternal traits, milk production, adaptability and growth. Natural veld carries about 6 to 8 hectares per large stock unit, and planted pasture of Rhodes grass and Smuts finger grass about 1.8 to 2.6 hectares per large stock unit. Breeding females must keep condition and rebreed on veld with limited supplementation.

Breeding and management

The stud uses artificial insemination, embryo transfer and natural mating, combining linebreeding with new genetics to manage inbreeding. Cows calve in two seasons, with summer and winter mating blocks. Heifers are bred from 15 months and first calve at 24 to 28 months. Bulls go through a 100-day growth test, and calves are weaned at about 210 days, averaging 272 kg.

Cows are dewormed once a year in autumn, guided by dung sampling. Intercalving period is 388 days, with a goal closer to 365, weaning percentage was 84.3% last season and calving percentage is 88.3%.

The Key to Coetzee's Success

The Majesto profile shows a breeder who culls hard on fertility and records, a point he repeats in his advice to younger producers.

  • He selects on fertility. Cows that do not conceive are culled, and cows are judged on fertility, weaning weight, conformation, temperament and multi-year records.
  • He uses the feedlot as a filter. Calves with low weaning indices go to the feedlot and their dams are culled.
  • He tests bulls. Bulls must be fertile, structurally sound, show strong growth and sire above-average calves.
  • He mixes revenues. Grain at about 60% of income cushions cattle price swings.
  • He buys genetics with a partner. A joint purchase with Paul van Vuuren of V8 Beefmasters spread the cost of top animals.
  • The limit: foot-and-mouth disease hit during the breeding season and is expected to reduce conception rates in 2027.

The R600,000 record cow

According to the herd report, in 2024 Coetzee and Paul van Vuuren bought the pregnant cow BOS 18-8751, sold as a three-in-one lot, for R600,000 at the national sale in Parys. At the time it was a national record for a Beefmaster female. The pair also share a half interest in the bull Top Gun, and a two-year embryo program has supported the introduction of proven genetics.

A purchase like this shows how a stud breeder uses auction prices to bring in outside bloodlines without buying a whole herd.

Advice and further reading

Coetzee advises young producers to start with good genetics, set clear goals, keep accurate records, be patient and select for performance rather than appearance.

For more breeder profiles see the ranching section of farm.FM, or read a farm.FM story about Beefmaster cattle.

Timeline

  1. 1997Starts farming at Rhenosterfontein with a commercial cattle herd
  2. 2014Joins the Beefmaster Cattle Breeders' Society and builds the stud
  3. 2024Buys cow BOS 18-8751 for R600,000 at the Parys national sale, a record for a Beefmaster female
  4. 2024Shares a half interest in the bull Top Gun with Paul van Vuuren
  5. Recent yearsA two-year embryo program introduces proven genetics
  6. 2027Foot-and-mouth disease is expected to lower conception rates (projection in the source)

Frequently asked questions

Who is Theo Coetzee?

Theo Coetzee runs Majesto Beefmasters on Rhenosterfontein near Koster in North West province. The farm mixes dryland grain, a feedlot and a Beefmaster stud of about 1,100 cows.

How much did Theo Coetzee pay for a Beefmaster cow?

In 2024 he and Paul van Vuuren paid R600,000 for the pregnant cow BOS 18-8751 at the national sale in Parys, then a national record for a Beefmaster female.

Why does Majesto use Beefmasters?

Coetzee chose the breed for fertility, maternal traits, milk production, adaptability and growth, and requires cows to rebreed on veld with limited supplementation.

How big is Rhenosterfontein?

Rhenosterfontein is a roughly 4,700 hectare mixed farm between Koster and Ventersdorp, combining dryland grain, the Mushlendow feedlot and the Beefmaster stud.

Sources and further reading

Profiles are compiled from public sources and reviewed against them. See our editorial policy to suggest a correction.

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